Marketing Skills: E-marketing: Improving Your Results from Digital Marketing

Course Overview

This practical 'hands-on' workshop is aimed at enabling online marketers to get better results from their web marketing. You will learn how web analytics (web site statistics plus customer data) can be harnessed to:

• Acquire more quality site visitors
• Convert more site visitors to customers
• Retain online customers as repeat customers

Audience

Marketing managers wanting to drive the contribution of digital marketing to their organisation. This workshop will also suit other specialist e-commerce, e-marketing or e-CRM staff responsible for web marketing in their organisation who need to improve results by refreshing on the latest web analytics tools and approaches.

Skills Gained

You will be able to increase the contribution and return on investment from your web site and e-communications channels like search engine and e-mail marketing. By focusing on achieving key marketing outcomes such as leads, sales and repeat sales using the web site, e-mail and customer relationship management (e-CRM) you will define a process to collect, evaluate, report and act on e-marketing metrics.

Better business planning will enable you to develop a digital marketing improvement plan which outlines objectives, strategies and tactics to improve results. We show you the 'measures that matter' to your web marketing. You will be able to assess whether you are using the best 'tools for the job'.

You will also leave the workshop with some top tips on modifying web site design, messaging, navigation and online promotional activities.

Course Outline

Create an e-CRM measurement and improvement programme

• Understand the key metrics and actions you can use to improve the acquisition, conversion and retention of online customers
• Simplify output from server-based analysers (web logs) and browser-based (hosted) measurement services. Finding out what are the measures and ratios that really matter?
• Select the latest web analytics tools and techniques including unified campaign reporting, clickstream and site path analysis, visitor segmentation and benchmarking competitor sites
• Evaluate online customer satisfaction and increase loyalty through an improved online value proposition.

Marketing Skills: E-marketing: Improving Your Results from Digital Marketing / 1138